X, formerly known as Twitter, is doubling down on its video-first strategy. After CEO Linda Yaccarino declared earlier this year that the platform would prioritize video content, X has now officially launched a dedicated smart TV app.
“Beta version of X TV is out,” Musk posted on X
This beta app, currently available on Amazon Fire TV, Google TV, and LG TVs, marks a significant shift for a platform traditionally focused on text-based content.
According to the X TV app details, users will be able to browse video uploaded to X, as well as access livestream video on the platform. Users must sign in to their X account to use the TV app.
Until today, the only way to watch X’s video content on television was to cast videos through a secondary device like an iPhone or Android smartphone.
Deja vu?
X’s new smart TV app bears a striking resemblance to YouTube TV app, offering a centralized hub for all X videos.
According to the Hollywood Reporter, X has already informed potential video ad partners that the new TV app will highlight trending content, powered by X’s advancing AI systems. It will also, eventually, include cross-device compatibility, enabling users to continue watching content as they shift from their phone to their TV.
Financial woes cast a shadow
X’s foray into video comes at a critical time. The company is facing financial difficulties, with declining user numbers and plummeting advertising revenue.
This financial pressure likely fuels X’s aggressive push for new revenue streams, but the strategy of building a platform before securing compelling content seems risky.
